In Pictures: Percival unveils refurbished Soho flagship with in-store vinyl listening bar
London-based menswear brand Percival has unveiled its revamped flagship store at 7 Marshall Street in Soho, featuring a permanent in-store vinyl listening bar created in partnership with Monkey Shoulder whisky.
The Art Deco-inspired interior design is described as “a considered shift in how a menswear brand shows up physically”, creating a space to linger that blends style with sound. As Percival founder and Creative Director Chris Gove puts it, it is “a store that you actually want to be in, rooted in great clothes, good music, and fine whisky.”
Additionally, the handmade zellige-style tiles lend the space a tactile, artisanal quality “that mirrors Percival’s own commitment to material and craft”.
Soho 2.0, as the brand is calling it, now houses the brand’s new SS26 collection, with suiting as a key category. It marks a definite shift away from the original pop-up Percival opened in June 2021 in the same Marshall Street unit, which launched through a collaboration with heritage US sportswear brand Champion and later became the brand’s first permanent store.
Gove said: “We’ve always believed that a great store should feel like somewhere you actually want to be. With Soho 2.0, working alongside Formd and Monkey Shoulder, we’ve created something that reflects how we think about menswear; considered, unpretentious, and rooted in the things we love.”
James Eisen, Brand Manager at Monkey Shoulder, said: “Following the success of Monkey Shoulder Records, that was inspired by the resurgence of listening bars and record store culture, we are delighted to have joined forces with Percival to rollout a full-sensory experience in its Soho store.
“The low tempo setting, chance to enjoy sounds, sip, and style - will no doubt be a huge success amongst visits this year. Cheers to that!”
Another incentive for fans of Percival to visit the new-look store is complimentary Old Fashioned whisky cocktails during personal shopping appointments, which may well help loosen purse strings, too.
Beyond the vinyl listening-bar concept store, Percival and Monkey Shoulder will team up to launch several co-branded, limited-edition apparel pieces, set to be revealed in a series of drops later this year.
